Kellogg’s Rice Krispies Treats pilots sensory “Love Notes” for children with autism

19 Aug 2019 --- Kellogg's Rice Krispies Treats is partnering with Autism Speaks to create sensory “Love Notes” for children with autism to “express and receive love in their own unique way” during the school day. The Love Notes come in a pack with four heart-shaped stickers to match the space on Rice Krispies Treats writable wrappers. The sensory stickers feature soft, smooth and bumpy textures – including fleece, faux fur, satin and velour – that are designed for children with autism who respond positively to tactile experiences.

“The sensory stickers will be offered throughout this back-to-school season,” Sarah Reinecke, Marketing Director of Rice Krispies Treats tells PackagingInsights. “Last year, Rice Krispies Treats created accessible Love Notes for children who are blind or low-vision with braille stickers and re-recordable audio boxes. We received amazing feedback from the blind and low-vision community, with many posting their braille stickers on social media thanking the brand.”

The sensory stickers feature soft, smooth and bumpy textures – including fleece, faux fur, satin and velour.One in 59 children is diagnosed with autism in the US, Kellogg’s highlights. “We are dedicated to creating a more inclusive world for people with autism and are thrilled to partner with brands like Rice Krispies Treats that share a similar commitment,” says Lisa Goring, Strategic Initiatives and Innovation Officer at Autism Speaks. “With the Love Notes campaign, we hope families will have more ways to share love and support with their children as they head back to school.”

“This is a beautiful way to extend our Rice Krispies Treats Love Notes and showcase the many ways to express love and support as kids return to school,” says Kris Bahner, Senior Vice President of Global Corporate Affairs at Kellogg’s. “This cause is very dear to me as a mom of a child with autism. I know firsthand that love and emotions aren't always easy for children on the spectrum to express and receive – but they need to feel it and share it as much as any other child.”

Inclusive by design
Innova Market Insights pegs “Inclusive by Design” as one among the top industry trends for 2019. This year, the market researcher anticipates more launches of packaging designs tailored for individuals with special needs. The World Health Organization (WHO) reports that 15 percent of the world’s population lives with some form of disability. In the UK alone, nearly one in every five people in the UK has a disability or impairment and over half of households have a connection to someone with a disability. Their collective spending power – the Kellogg's Rice Krispies Treats offers a range of textures for children with autism who respond positively to tactile experiences.“Purple Pound” – is worth an estimated £249 billion (US$321 billion) to the UK economy. 

Since 2011 – and reviewed again in 2017 – the International Organization for Standardization (ISO) has released the standard for accessible packaging. The standard provides a framework for design and evaluation of packages so that more people, including people from different cultural and linguistic backgrounds, older people and people whose sensory, physical and cognitive functions have been weakened or have allergies, can appropriately identify, handle and use the contents. In addition, it considers varying aspects of the packaged product life cycle from identification of the product and purchase and use of the product to the separation and disposal of the package. 

In related launches, Herbal Essences launched the first-ever mass hair care bottle design in North America, making it easier for vision-impaired consumers to distinguish its shampoo and conditioner products through the sense of touch. The Procter & Gamble-owned (P&G) brand’s redeveloped package features tactile indentations that will help blind consumers differentiate the brand’s shampoos from its conditioners in-shower given they share the same bottle shape, alleviating in-shower confusion and helping consumers confidently perform daily tasks.

By Benjamin Ferrer